This week we chat to Kate Heslop, founder of Melbourne shoe store State of Solace. As a professional podiatrist, Kate tired of seeing clients wear inappropriate footwear that was causing pain, discomfort and often damage, and decided to make it easier to shop for functional, fashionable footwear.
KH: It was a natural progression. I have had my podiatry clinic for nearly seven years and was frustrated my patients couldn’t access fashionable footwear that was good for their feet, or that was able to accommodate their orthotics. I could really empathise with younger females because I, too, wouldn’t want to wear what I was being told to buy. Over this time the options had improved but accessibility to these brands was difficult. I went on a hunt to see what I could bring to the community that I myself would be happy to wear, that was also suitable from a podiatry perspective. The clinic and store complement each other and are located only metres away from each other.
ISB: What was the biggest challenge in getting the venture off the ground, and how did you overcome it?
KH: Getting some of the brands on board before we had the store set up took some persuasion. I had a really clear idea of what I wanted the store to look and feel like and what our unique service would include. I had to try and get this across with nothing but a signed lease and a vision. Luckily we were able to sell the concept and got the main brands on board.
Building awareness as a new small business can be difficult. We have positioned ourselves in a backstreet, so we are not getting a huge amount of foot traffic (pardon the pun!). This was intentional as we want people to be coming to the store with a purpose. It does mean, however, that we rely heavily on word of mouth, referrals and very targeted marketing to generate business.
ISB: What are the problems with finding shoes online and how does your face-to-face approach improve the buying experience?
KH: Buying shoes online is often frustrating exercise – no two size-sevens are the same. Shoe sizing is not universal. We stock five different brands and there is certainly a difference between each in sizing. State of Solace has either a podiatrist or a third or fourth year podiatry student instore at all times. We use a brannock device to measure foot size and then we fit shoes appropriately on some simple measure factors that podiatrists and professional shoe fitters are trained to check, including length, width and heel slippage. We understand the complexity of the foot and foot ailments and will guide you towards what shoe is likely to work best for you given your foot posture, foot width and any potential pain or pathologies you may have with your feet.
ISB: How do you go about ensuring your products are comfortable and promote healthy feet while still being sufficiently “fashionable” to attract customers?
KH: We have engaged brands that have been developing shoes that align with our ethos as podiatrists. Many are also designed by or in conjunction with a podiatrist. Having structured support under the foot to reduce muscle fatigue and strain, while improving foot function is really important.
We’re steering clear of bulky shoes with thick straps and less than modern colourways. Healthy shoes have come a long way in recent years, but finding a selection of these great brands under the one roof has been difficult. Until now!
ISB: What is your vision for the venture in the next couple of years?
KH: My vision for State of Solace is to be the first place people of Melbourne think of when they want to buy new shoes. I also want to be a company that good quality and healthful shoe brands approach to partner with because they know that our service and ethos aligns with their vision and values.
ISB: And, finally, what is the number one lesson you’ve learnt on this journey you’d share with others looking to start their own business?
KH: Don’t forget to stop and celebrate the wins – especially the small ones. Running a business is a constant hustle; the goal posts are always changing. Once you approach achieving the first goal you have already been busily setting the next. If you don’t stop to celebrate you get bogged down in feeling like you are not achieving anything, whereas you are in fact doing an amazing job. So, pat yourself on the back.
And, of course, wear comfortable shoes!
